Abu Dhabi Media has rebranded two channels, Al Emarat and Abu Dhabi and has invested in drones, helicopters and high-speed cameras to enhance production quality. Al Emarat, formerly known as Abu Dhabi Al Emarat, will serve as the UAE’s official TV channel, providing interactive educational, cultural and entertainment shows appealing to viewers of all ages, […]
Abu Dhabi Media has rebranded two channels, Al Emarat and Abu Dhabi and has invested in drones, helicopters and high-speed cameras to enhance production quality.
Al Emarat, formerly known as Abu Dhabi Al Emarat, will serve as the UAE’s official TV channel, providing interactive educational, cultural and entertainment shows appealing to viewers of all ages, ADM said.
Abu Dhabi Channel, previously known as Abu Dhabi Al Oula, has a new identity highlighting Abu Dhabi’s major features, landmarks, culture, identity and heritage. It will be Abu Dhabi’s official channel.
ADM launched a further channel, Yas, four weeks ago to showcase major sporting events around the world.
The network has increased the number of Emirati broadcasters and presenters by 10 to 23. It has also launched an initiative to develop Emirati drama including providing support and resources to local producers of content across the UAE.
The new integrated strategy for ADM’s TV network includes, as well as new channels, “programmes and initiatives that support the evolution of the media industry in the UAE,” said Mohamed Ebraheem Al Mahmood, Chairman and Managing Director, Abu Dhabi Media (ADM).
In a fast-paced media industry, it is crucial to continue to align our offerings with the latest market trends and to reflect the dynamic development of the city of Abu Dhabi and the UAE as a whole, he said.
ADM will now provide two general entertainment channels, one drama channel, seven sports channels (three free-to-air and four HD subscription-based channels), one specialised racing channel and one documentary channel. In addition, ADM plans to launch a children’s channel and a subscription-based channel called Abu Dhabi Drama+, dedicated to Arabic drama series.
New programming includes 320 hours of exclusive drama productions, including seven locally and regionally-produced series, two animated cartoons, 16 in-house productions, six external productions and eight acquired series.
The development of Abu Dhabi Medias TV network has been in the works since May, said Abdul Hadi Al Sheikh, the Executive Director of Abu Dhabi Television.
Its a major change in the strategy and position, he said.
We want to focus on national identity and our roots.
The network is also now geared to leverage its growing popularity on social media, developing what the media industry refers to as the second screen provided by mobile devices.
